In 1960 Theodore Levitt argued that instead of producing merchandise then trying to sell them to the client, businesses should start with the client, find out what they wanted, after which produce it for them. The fallacy of the production orientation was also referred to as marketing myopia in an article of the same name by Levitt. It is a needed part of a business strategy as it represents the present strengths and alternatives which the company can make use of and the weaknesses and threats which the corporate must be wary of.
- Industries like Aerospace, huge Supermarkets, Semi Conductors, and Banking.
- It also means that the primary version of your product usually needs to be bought at a fairly low starting price, each to compensate for its lack of features, and to generate interest in a brand new launch.
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